Fun Sports Marketing Heng Yuanxiang Borrows Sports Through People's Heart

At the first annual international conference on sports marketing held in Beijing in July this year, Heng Yuanxiang was awarded the “Most Visionary Award” for sports marketing, and was ranked as one of the top ten sports marketing companies in China with Haier and Lenovo. Liu Ruiqi, chairman of the Hengyuanxiang Group, said that sports marketing is not a big cost investment, nor is it a game of “rich enterprises”. The key is to see how to operate, and some “other” methods that are not routine are actually capable of playing a “delicious effort”. effect.

Cleverly borrowing sports marketing, Heng Yuanxiang unveiled Tiananmen Square

In June 1997, welcoming the return of Hong Kong, Heng Yuanxiang held a grand scale of 1,000 children's parade activities in Tiananmen Square.

Tiananmen Square is the largest outdoor plaza in the world. Ever since the birth of New China, Heng Yuan Xiang was the first company to hold large-scale advertisements in Tiananmen Square. In the traditional sense, the word “Heng Yuan Xiang” was placed on the Tiananmen Square and placed in front of the portraits of Marx and Engels. It must have been a matter of fantasy, but Heng Yuanxiang did. It took only eight months for the entire event to be planned and successfully held.

How to operate this matter, Hengyuan Xiang own what resources are available? After research, Heng Yuanxiang found the entry point for children. Let children do activities in front of Tiananmen Square and spread the words "Hengyuanxiang" on the square.

On the day of June 1, 1997, Heng Yuanxiang held the "Hengyuanxiang thousand children's parade" on Tiananmen Square under the Monument to the People's Heroes. More than 2,000 children from all over the country, including children in Hong Kong, held parades there. The central leaders visited the scene. Nine television stations abroad have broadcast live on site.